Too often in America we are content walking through our day to day lives -- never questioning what is happening in the world around us. This VICE campaign takes a powerful stance and uses it's media buy for good. That is, to start a dialogue with the public by posing impactful, relevant questions about some of VICE News' top news stories. It worked. People were posting responses to our headlines as well as sharing/asking the questions of their friends. We didn't have a hashtag, we didn't ASK people to interact. They simply just wanted to. I am proud to say that this is the most organically instagrammed campaign that I've ever worked on.
While other news stations spend weeks covering missing planes and Bieber arrests, VICE News on YouTube takes you on the ground where mainstream news is not. VICE News covers what is actually happening in the world and the YouTube platform allow viewers to participate with it. As opposed to the infamous stereotype of a "YouTube commenter", their community is actually having intellectual and well informed debate. We were inspired by that. The following spots were made from their words.
The Altoids Hall of Curiosity was a multifaceted campaign revolving around a showcase of curiously strong artifacts throughout the course of Altoids history. We allowed people to bid on their favorite items through eBay and those not for sale could be found hidden around the city. It got creepy and weird...and we liked it.
CD: Ryan Stotts and Andrei Chahine
Altoids Smalls are two things. Curiously small and curiously strong. These animated shorts were developed to bring that home in playful and unexpected ways.
Orbit is known for their quirky, humorous, yet refined tonality. They also pretty much own the word "FABULOUS" when spoken in a British accent. For the launch of the fruit skews of Orbit Gum, we needed a print campaign that combined all of these things…to do fruit in a way that only Orbit could.
This was an inspiring feel good project. Dress for Success exists to help women who haven't had the easiest of roads and assists them through mentorship, learning programs, and provides them professional clothing to look their best. I was honored to be a part of helping these amazing women tell their stories in Threads, a book showcasing the incredible women in the Dress for Success community.
Other pro bono designers include Greta Ackerman and Tim McCracken in addition to Co: Collective staff content creators. The book was photographed by Jessyel Ty Gonzalez.
The brief: to launch new Regenerist Eye&Lash Serum in a way that is true to the Regenerist woman, a woman who takes every opportunity to shine. We developed a program that lets women instantly get their 15 minutes of fame by showcasing them on the biggest stage we could — a live billboard in Times Square. An Olay woman is confident and naturally beautiful but they did not have to fit the unrealistic modeling standards to be featured. The only requirement is a photo of the one uniquely show stopping feature that all women feel comfortable flaunting; their eyes.
In the 9 days we were live Olay had...
• 40% jump in views of the Facebook page.
• Gained 35,000 new Facebook fans
Our participants had...
• An AVERAGE of 55 likes on their shared WOW moment photo (11x more than the average personal post)
• Parents that legitimately thought they were famous
• And "a confidence boost that lasted all week!"
Project The/Me/Song ( http://projectthemesong.com ) is a project that gives my obsessive people watching a bigger purpose. Inspired by my move back home to NYC and the amazing people that live here, this project aims to create a perfect pairing of tunes with a moment in time. Some are happy and upbeat, some are melancholy, and some are straight up ridiculous. None of which would be possible without my partner Ryan Fitch.
Now, we just need to figure out how this blog translates to an Urban Outfitters book. Jokes.
one • in • five is a public awareness campaign that focused on the prevalence and contagious nature of the herpes virus. The red dots started "popping up" in every five things such as restaurant table tiles, stairways, giant buildings, the library shelves, lecture hall seats, etc. All with absolutely no explanation. This approach not only got people talking, but lent itself to the fact that a lot of herpes infections go undetected and undiagnosed. By counting the dots and trying to figure it out, people were internalizing the statistic without the scare tactics and disgusting visuals so common in STD literature.
It got a great initial response, but also created change. Three months after the completion of the one • in • five project, campus STD testing increased by 55% with some patients even referencing the campaign specifically.
Answers To the Unknown is an international portrait series with a twist. It's based on the idea that people will tell you practically anything when they feel protected. Whenever I find someone interesting I ask them to fill out a series of (super) personal questions. Then I take their picture. The list of one word responses is used to create a playful word jumble over their image. Since they walk away with the sheet of questions, there's trust and safety in the fact that their responses are never again paired with their answers. And they have a cathartic public expression without ever being "found out."
Santa (also known as Kris' Kringle) has a lot on his plate around the holidays. Aleve is there to make it just a little less painful.